Professional squash received a major boost yesterday with the announcement that Brit Insurance, the UK general insurer, has committed to a further years title sponsorship of the PSA Super Series Finals at London’s Broadgate Arena.
The announcement, made by joint event Promoters, WSM and CSS (Complete Squash Solutions), also confirms that British Land PLC, owners of The Broadgate Arena – home to the event since 1999 – have committed as the Tournament’s Presenting Sponsor for the seventh consecutive year.
The Brit Insurance Super Series Finals is the world’s most prestigious 8-man professional event. The five-day competition brings together the top eight qualifiers from the PSA Super Series Tour to contest an annual grand final – and one of the sport’s richest prize funds – in the heart of London’s financial district.
Neil Eckert, Chief Executive of Brit Insurance, said: ‘Longevity is the key to deriving true value from any sponsorship deal and we are therefore delighted to extend our association with the PSA Brit Insurance Super Series Finals into a third year.
‘Our association with the tournament has proved enormously beneficial over the past two years and a valuable marketing and communications tool to a key city audience.
‘We expect the 2005 event to be our best yet and will make every effort to ensure that the Brit name becomes truly synonymous with what is a genuinely world-class sporting event,’ he added.
Andrew White, CEO of co-promoters WSM, said: ‘We are delighted that Brit Insurance and British Land have extended their sponsorship of this prestigious tournament for another year. It has been a pleasure to work with two companies that have such an excellent understanding of what can be achieved through sponsorship and, in conjunction with Satinder Bajwa, we look forward to delivering another world-class event for them in 2005.’
Since its inception 11 years ago, the Super Series Finals has become one of the game’s most prized assets and a highly marketable brand on the PSA calendar. The list of past winners includes some of the greatest names in the history of the sport, including Jansher Khan (’93, ’94, ’97, ’98), Peter Nicol (’99, ’00, ’01) and Jonathon Power (’03). Popular amongst players and fans alike, the tournament is now one of the most-established and eagerly anticipated dates on the PSA calendar.
Co-Promoter Satinder Bajwa, who rekindled and re-launched the event in its current format back in 1996, said: ‘2005 marks my tenth year of involvement in the Super Series Finals and I am indebted to Brit Insurance, British Land and Broadgate Estates for their unprecedented support over the years. I hope that this 10th Anniversary event will prove to be the best yet.
‘I would also like to extend a special tribute to my event partner, Andrew White, and his team at WSM who have helped shape this event to what it is today.’
The 2005 Brit Insurance Super Series Finals will take place at the Broadgate Arena from 9th – 13th May 2005.
For further information please contact:
Tom Maidment at WSM on tel. 07714 659 572